For me, the e-ink reader is still the best compromise between real books (which I find easiest and most pleasant to read from, but that are bulky, slow to import, and take up a lot of space) and phones/tablets (versatile multi-purpose devices, high powered, convenient, but backlit, distracting, sunlight-unfriendly, and recharge-intensive).
Mostly, though, it's all about e-ink being easier on my eyes and the readers having the option to turn off the front light when not needed. I spent most of my day in front of an LCD display, I don't need and want to stare at one when reading recreationally.
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